Marketing international et contemporain en Inde

Exposé Marketing & marques Marketing international

Date de publication :

04/06/2008

Langue :

Français

Format :

.doc

Nombre de pages :

9 pages

Niveau :

avancé

Consulté :

4 fois

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Sommaire :

Sommaire

Information about India
India Attractiveness
Market entry mode
Positioning
Marketing mix
1. Price
2. Distribution
3. Promotion
Branding

Résumé :

Contemporary & international marketing India (titre original)

According to Business Object (2008) Tesco is the UK's largest retailer, and one of the top three international retailers in the world with 2,000 stores. Tesco is driving a multi-part strategy which means that Tesco target growth and benefit.
Historically, according to the case study, lots of retailers fail when they try to make international marketing by opening international stores. In Tesco's company history, according to Jasor (2005), international marketing strategy failed in 1990 when Tesco closed owned stores in France.
Le Figaro (2008) stated that Carrefour (French largest retailer) announced that they will open « Cash and Carry » stores by 2010 in India.

According to the World Bank group India has a population around 1.1 billion with an annual growth of 1.4%. India is a big country, 3 times larger than United Kingdom where 28 states are.
The gross national income is about 673 billions $ which is the 11th world biggest income. The foreign direct investment is increasing because of the positive effects of some changes in politics and economics. The current government is still increasing business interest in India. It was not the same policy 10 years ago, when it was very difficult for a company or a business to settle up in India. Now some activities are still monitored by the Indian government.
In the social point of view, there are 22 languages in India (Indian + 21 local dialects). 80% of the population are Hindu, the second biggest religion in India is Muslim. According to Asiarooms.com (2008) there are lots of different ethnics in India. Every ethnic has custom tradition. The parity is near to be equal with 944 females for 1000 males. The population density is around 363, which is high. 27.5 % of people live below the poverty line and 60% of people are full employees in agriculture.
In business and selling point of view it's a different way of selling in India. Prices are not strict, everybody can bargain items to change listed price. Le Figaro states that doing business, especially retailing is very difficult in India. Foreign retailers have to close business deal and sometimes have to buy local company.