Market entry in India
field of industrial gates and doors
The authors gained insights about how a Swiss company must proceed to enter the Indian market and what necessary steps must be considered. On top of the market assessment, the competitors in the sensor market as well as potential gates and doors manufacturing partners were evaluated.
Jasmin Burgdorfer & Gresa Asani, 2019
Bachelor Thesis, BBC Group
Betreuende Dozierende: Pieter Jan Perrett
Keywords: Market entry into India, Industrial Gates, Industrial Doors, Sensor automation technique
Technology improvements and favourable trade agreements between countries provide significant internationalisation drivers for many companies. This not only includes the big players but also the small, medium-sized companies (SMEs).
Swiss SMEs are now looking beyond their borders at larger emerging markets, like India, because of high growth rates, lower costs and emerging opportunities.
Market expansion can result in creating a competitive edge across borders and establishing a brand recognition around the world. Hence, the authors analysed the following issues: the market, competitors, and partners. Specifically, the thesis set a foundation for making a recommendation of whether the client should enter into the Indian market.
After the definition of the cornerstone and aims of the thesis, the authors defined a methodology which included a combination of secondary research as well as semi-structured interviews. Some were conducted in different locations in India.
The Focus India onsite seminar provided an ideal opportunity for the authors to explore specific content in a structured and applied way. Furthermore, the first interview was carried out during the business trip in India. Generally speaking, desk research and phone calls with potential interviewees were conducted. Overall, the author's findings include recommendations for further research.
Despite the significant challenges in this highly dissimilar market, India, the authors recommend entry into the Indian market as it demonstrates a favourable state for foreign companies to be present in, with increasing opportunities.
With their paper, the authors provide an insight into international and domestic competitors in a highly competitive environment.
Despite some highlighted obstacles, a partnership in this sector can still be possible. The findings suggest that the client still needs to conduct further research in this field in order to realize the market entry.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation