................................................ 5 PROJECTED OUTCOMES .................................................................................................... 5 SITUATION ANALYSIS ................................................................................................. 5 COMPANY ANALYSIS/INTERNAL ANALYSIS ..................................................................... 8 TECHNOLOGICAL COMPETENCY/EXPERTISE .................................................................... 9 MACRO-LEVEL MARKET (INDUSTRY) ANALYSIS ........................................................... 10 PRODUCT/SERVICE ANALYSIS ........................................................................................ 11 MARKET SEGMENTS ....................................................................................................... 12 MAJOR COMPETITORS/PARTICIPANTS ............................................................................ 12 PROJECTED MARKET GROWTH/MARKET SHARE OBJECTIVES ........................................ 13 EXTERNAL ANALYSIS ............................................................................................... 13 CURRENT OPPORTUNITIES .............................................................................................. 13 POTENTIAL FUTURE OPPORTUNITIES.............................................................................. 14 ENVIRONMENTAL THREATS...
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...Target Customers As the number of immigrants from South Asia continues to increase and people become more interested in trying other types of cuisine there will be a market for good, authentic fresh Indian food. Amongst the population we have two well defined target markets, the first is the influx of South Asian immigrants who long for a taste of home and the second target market is the large number of students in Kitchener and Waterloo who eat at restaurants more often and are willing to try Indian food. Based on the primary research we have done, we have developed the characteristics of our target customers. The first dimension is the purchase characteristics of our target customer; on average our target customer spends more than $13.00 when dining at a restaurant . Our target customer eats at restaurants more than five times a month and the most common meal which they purchase when dining out is dinner . In terms of demographics our target customer is most likely between the ages of 18 and 29 and is either a student or a young professional. Both of these customers eat at restaurants more than the average person because they are very busy and have little time to cook. Our target customer is also primarily from South Asia as Indian food will appeal to them as it is what they grew up eating or may be similar to the food where they are from. Beyond on this an Indian restaurant with good, authentic, fresh food will also attract those who enjoy ethnic food and also demand a high...
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...marketing objectives and strategies for the extension of Café Coffee Day into the Northern Indian market. The northern sector has potential and growing demand for café retails; and through this report it would be clear as to how café coffee day should capitalize on their strengths and exploit the opportunities that lay. The general idea for the first year of extension is to build awareness and create the thrill and the excitement towards Café Coffee Day in North India; this is done with a long term view towards the venture as the first year would focus on building brand loyalty and image for the company to be able to reap the rewards from the second year onwards. The target market of the company is the age group of 15-29, consequently the medium and channels selected to market the products are those that appeal to them and is often within their reach. The other strategies, including the price, services, marketing message, and positioning is also created around the likings of this particular age group. The report would provide the details of the extension and other areas that require the attention via the action plan. And to further examine the details of the extension, the budgeting section would enlist the finances required to support the venture, and state the expected income sufficient for breaking even in the first year. From the report it is discovered that each outlet should target a minimum of 100 customers per day. And failure to do so would result in the Area Manager to...
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...marketing objectives and strategies for the extension of Café Coffee Day into the Northern Indian market. The northern sector has potential and growing demand for café retails; and through this report it would be clear as to how café coffee day should capitalize on their strengths and exploit the opportunities that lay. The general idea for the first year of extension is to build awareness and create the thrill and the excitement towards Café Coffee Day in North India; this is done with a long term view towards the venture as the first year would focus on building brand loyalty and image for the company to be able to reap the rewards from the second year onwards. The target market of the company is the age group of 15-29, consequently the medium and channels selected to market the products are those that appeal to them and is often within their reach. The other strategies, including the price, services, marketing message, and positioning is also created around the likings of this particular age group. The report would provide the details of the extension and other areas that require the attention via the action plan. And to further examine the details of the extension, the budgeting section would enlist the finances required to support the venture, and state the expected income sufficient for breaking even in the first year. From the report it is discovered that each outlet should target a minimum of 100 customers per day. And failure to do so would result in the Area Manager to...
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...Executive summary 4 1.0 Introduction 5 1.1 Problem statement 6 1.2 Delimitations 6 1.3 Report structure 6 1.4 Methodology 7 2.0 Market research 8 2.1 Background for Research 8 2.2 Research questions: 10 2.3 Information needs / Variables 10 2.4 Delimitation/Scope 11 2.5 Research Design 11 2.6 Research Question Outcome 13 2.7 Statistical analysis 18 3.0 Culture 19 3.1 National Culture 19 3.2 Organizational culture: 22 4.0 Marketing 25 4.1 Introduction 25 4.2 Defining the Market 26 4.3 SWOT Analysis - Strength, Weaknesses, Opportunities and Threats of the chosen market 27 4.4 PEST factors - Political, Economic, Social and Technological Factors 28 4.5 Segmentation - Defining the target group 31 4.6 Five Forces Model 33 4.7 Conclusion - Final Analysis 35 5.0 Discussions 36 6.0 Conclusions 36 7.0 Bibliography 37 8.0 Appendices 40 8.1 Questionnaire 40 8.2 Statistical analysis example 42 8.4 Boston growth share matrix 45 8.5 Ansoff Matrix 47 8.6 Daloon Portofolio 47 8.7 Social Contract 49 8.8 Log book 50 Executive summary Daloon A/S, henceforth just Daloon, was formed in 1960 with the name of Van’s Product by the founder Sai-Chiu Van. Mr. Van started his business in his private cellar where he produced spring rolls that he later sold in Tivoli garden in Copenhagen. In 1964 the company changed their name to Daloon which means “the big dragon” in Chinese since dragons are known for being friendly towards humans...
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...The Theoretical Value of Studying Indian Multinationals Ravi Ramamurti The rise of new multinationals in countries like India provides an opportunity to revisit and carefully construct theories of how firms internationalize—a topic on which extant theory is weak. Indian firms are “infant MNEs,” unlike Western firms that are “mature MNEs.” Indian firms are also internationalizing in a very different global context, and can do so on the basis of different competitive advantages, than MNEs that came before. Finally, research on Indian MNEs can help identify generic strategies for internationalization, examples of which are provided in the article. By pursuing the lines of inquiry proposed, research on Indian MNEs can contribute not just to better local practice but also to broader theory building about early-stage internationalization. Ravi Ramamurti is CBA Distinguished Professor of International Business and Director, Centre for Emerging Markets, at Northeastern University, USA. E- mail r.ramamurti@neu.edu. This essay draws heavily on the author’s two papers (“Why Study Emerging-market Multinationals?” and “What Have We Learned about Emerging –market Multinationals?”) in Ravi Ramamurti & Jitendra V. Singh (eds.) (2009), Emerging Multinationals in Emerging Markets, Cambridge, UK: Cambridge University Press. Research on Internationalization of Indian Firms Research on India’s emerging multinational enterprises (MNEs) may be intrinsically rewarding for India specialists, but...
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...(1211103) 4. Ravishankar N (1211134) 5. Karthik P (1211347) Management Decision Problem: To evaluate the market opportunity for IKEA in Bangalore, India Marketing Research Problem: 1. To assess the opportunities for furniture industry in Indian market 2. To identify the segments and target market relevant to the product line of IKEA 3. To determine the branding and positioning strategy for these target segments 4. To evaluate the sustainable competitive advantage of IKEA in Indian market 5. To evaluate the effectiveness of the IKEA retail concept in Indian market Components of MR problem: S.No. | Marketing Research Problem | Components of the problem | 1. | To assess the opportunities for furniture industry in Indian market | i) How attractive is Indian market to invest in furniture industry? ii) Evaluation of Indian organized and unorganized players and their unique features in the market | 2. | To identify the segments and target market relevant to the product line of IKEA | i) What is the customer profile in Bangalore w.r.t age, income, marital status, occupation and socio economic classification? ii) Who are the potential customers for the IKEA products? iii) What are the behavioral characteristics of the targeted customers? | 3. | To determine the branding and positioning strategy for these target segments | i) How do customers perceive and prioritize the key attributes of furniture items? ii) How customers...
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...Research The actual goal of the research process is to evaluate the customer’s buying behavior of cars by taking Tata Nano as the primary example and analyzing car-marketing segments in the automobile industry in order to support the Indian automobile companies especially Tata Nano, for improving their market sales. Scope of the Research The main scope of this project is to analyze the information on the Indian automobile industry and the car marketing aspects of automobile industry by considering Tata Nano as an example. This research will provide the detailed overview on the automobile industry in India and the changes in the Indian automobile industry after the establishment of Tata Nano. It will cover the different aspects related to the car marketing like the marketing plans and marketing strategies required for success. Factors of the Research The main factors of this project are as follows: * The overview of the Indian automobile industry * The detailed information on the buying behavior of the customers when they buy cars Research and Study Within the process of completing this research, hasn’t faced any obstacles until now and in the process of gathering the information from the different types of data collection methods of secondary source of data, there are some limitations and restrictions for collecting the information. In the process of gathering the information from the articles and case studies of previous scholars the researcher was asked to...
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...Business Research for entry of Global Specialty Coffee Chains in Indian Market Submitted to Dr. Arun Abraham Elias BRM RESEARCH PROPOSAL by Abhishek Rehan PGP16/301 Email id: abhishekr16@iimk.ac.in 2/28/2013 CONTENTS ABSTRACT……………………………………………………………………………………….3 INTRODUCTION………………………………………………………………………………...4 PROBLEM STRUCTURING…………………………………………………………………….5 STAKEHOLDER MAP…………………………………………………………………………..7 LITERATURE REVIEW…………………………………………………………………………8 RESEARCH OBJECTIVES AND RESEARCH QUESTIONS………………………………...10 PROPOSED METHODOLOGY AND METHODS…………………………….………………11 SIGNIFICANCE OF STUDY…………………………………………………….……………..12 LIMITATIONS OF STUDY…………………………………………………………………….13 REFERENCE…………………………………………………………………………………….14 2 ABSTRACT India has witnessed a rapid social and cultural transformation in the past decade, mostly due to substantial western influence in every sphere of life. Coffee not only evolved from a mere commodity to a competing brand across companies, but there also has been a significant shift in its consumption pattern. Consumption of coffee at a coffee chain has grown at a rapid pace and has almost outgrown the consumption in our living rooms. Global giants like Barista and Costa Coffee have opened up retail outlets in India, though the café market is mostly dominated by Café Coffee Day in India. Through this research, I would try to evaluate the industry attractiveness of a new global coffee chain trying to enter Indian market and set up outlets here. In order...
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... Indian Institute of Management, Lucknow LETTER OF TRANSMITTAL To Ms Asha Nataraj Product Manager ITC India From Anurag Singh Indian Institute of Management Lucknow, UP 25th October, 2010 Dear Ma’am I take great pleasure in submitting the report on the feasibility of ITC in entering the Probiotics milk and milk products segment. The report comprehensively addresses the issue of brand extension and analyses the competitor strategy. The results and recommendations are based on the findings of consumer survey, focused group discussions, In-depth Interviews and the secondary research. I hope that the recommendations will be helpful for the future strategies for the firm. If you have any questions and/or comments regarding the interpretation of this report, please let me know. Yours sincerely, Anurag Singh ACKNOWLEDGEMENT We express sincere gratitude to our mentor Prof. Payal Mehra for her guidance, patience and encouragement throughout the development of the report and providing us this opportunity. We are indebted to her for the motivation and freedom enjoyed throughout the project. We also extend our appreciation to Librarian Mr P.Kamath for his valuable support and insights during the entire duration of the project. Table of Contents EXECUTIVE SUMMARY i Introduction 1 Purpose Statement 1 1.2 Problem Questions 1 1.3 Industry Profile 1 2. Research Methodology 2 2.1 Secondary Research 2 2.1.1 Market Analysis: 2 2...
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... Sahil Verma-30115653 Table of Contents EXECUTIVE SUMMARY:- 3 INTRODUCTION:- 4 HOW TO OPERATE SUCCESFULLY IN NEW MARKETS:- 5 COLES GOING INTERNATIONAL:- 6 CHOOSING THE LOCATION:- 7 ENTRY MODE FOR INDIAN MARKET:- 8 DECIDING THE STRATEGY:- 11 ACTION PLAN:- 13 CONCLUSION:- 15 EXECUTIVE SUMMARY:- Every company whether it is small or big would want to expand in the world. The company which we have chosen is Coles which is from Australia. We have taken a strategy of expanding Coles in India. Coles is one of the biggest supermarkets in Australia. Coles should perform a SWOT (Strength, Weaknesses, Opportunities and Threats) analyses before entering in India. Coles has to ask for advice from their marketing consultants for their business growth. After planning the expansion Coles has started to think about location; after considering many factors of the target country like: - political & social climate, tax & regulatory environment, legal system, infrastructure, local workforce, cultural compatibility etc. Coles has decided to go in India. The entry mode which Coles has opted is via joint venture with Reliance Retail limited a well reputed Indian market. It has noticed some cultural and ethical differences with the target country and would have to make some adjustments. In end, we have made an effective action plan for Coles to enter...
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...Dissertation on the Real Estate Sector of Mumbai and the Indian Middle Class Abstract The global financial meltdown had hit the real estate sector all around the globe, and Mumbai real estate sector is one such amongst them. The specific segment is plagued by reduction of demands, lowering of prices, inventory accumulation etc. In order to maintain their sustenance, they now want to target the middle class segment of the society. The entire purpose of this dissertation was to identify in the present economic conditions of the country, the target customer for such real estate sector. In order to conduct the research, a mixed research methodology is adopted deploying both qualitative research as well as quantitative research. Relevant research instruments were chosen, and 10 respondents were interviewed for the qualitative research and 300 individuals were undertaken in the quantitative research methodology. It was found that indeed the middle class with their high aspiration levels, and disposable income were the ideal target for real estate. However, in order to further attract the target customers, a host of suggestions are made. This dissertation is created through thorough referencing from academic journals, books, reports, newspaper articles etc. This paper would also be immensely helpful for students aiming to understand a clear picture of the real estate sector of Mumbai on ways to maintain its growth. Table of Contents Abstract 2 Introduction 5 Background...
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...Overview The Indian liquor industry is a highly competitive industry with strong brands, diversified portfolios and large operations to achieve market leadership positions. The key success factors for the leading players are the need to have operations across various states and also brand salience. While whiskey demand has been gradually declining in the western markets, the demand is rising in India and Asian countries. As per preliminary estimates from International Wine and Spirits Record, the sale of premium whisky has grown to 19.5% in 2010, beating the overall growth of the domestic liquor market by over 3%. This coupled with rising disposable income in the region has made India and other Asian countries an attractive market for MNCs with strong whiskey brands, leading to stiff competition between domestic companies like United Spirits, Radico Khaitan and Allied Blenders & Distillers and foreign manufacturers Diageo, Pernod Ricard and Bacardi for the top position. Royal Stag: Introduction Royal Stag is an Indian-made foreign liquor. It is a blended whisky and is a blend of imported Scotch Malts and selected Indian Grain Sprits. Seagram’s markets it in India. It is produced in several distilleries, some are company-owned and others bottler-owned. One of the key reasons for the brand’s success is its quality that is always same. Seagram has launched this brand especially for Indian market and it’s a big hit. Royal Stag is the leading whisky in the Indian market. It is...
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...|Section |Section Title |Pages | |1.0 |Executive Summery | | |2.0 |Company Data- | | | |Name & Address- | | | |History- | | | |Company size- | | |3.0 |Product to be exported | | |3.1 |Product category | | |3.2 |Product description | | |3.3 |Present Annual sales | | |4.0 |Strengths...
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...Bajaj Auto Ltd Situational Analysis: Indian economy has undergone tremendous changes during the 1980’s and 1990’s. The Indian industrial sector was protected from the international competition by the government of India during the 1980’s. During the 1990’s the economic crisis forced the Indian government to open up the Indian economy. With the opening of the Indian economy the competition for the industrial sector especially the automobile sector was severely hit. Now even the foreign brand automotives could compete in the domestic market without any tariff barriers or any other interventions. This meant that the local industries had to compete with the international brands without any kind of protection. Bajaj Auto Limited (BAL) found that its domestic market declined by 5% in the year 1991-1992. Bajaj had set a goal to protect its dominance in the Indian market and increase its exports to 15% of total sales by 1998. In the domestic market it was facing a stiff competition from Hero Honda and Kinetic Honda. The main problems of the BAL lied in its improper inventory management, higher average cycle time for launching a new product, not very advanced R&D facilities. To overcome these shortcomings the company did modernize itself but it was important for the company to sustain the tough competition. Problem Statement: It was necessary for the company to reinvent itself to sustain competition. The sales have been falling drastically and to make things worse its experience...
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