Market Entry into India - Public Transportation
Connecting Indian and Switzerland through safety solutions for the public transportation sector. Entering one of the most demanding markets, with high opportunities and high risks, in a booming sector that will grow by the factor of 15 until 2032.
Joel Kistler, 2019
Bachelor Thesis, BBC Bircher Smart Access
Betreuende Dozierende: Pieter Jan Perrett
Keywords: Market Entry, India, Market Assessment, Customer Assessment, Competitor Assessment, Further Recommendations, Primary Data
The client approached the international project team FOCUS INDIA, with the wish for two bachelor thesis focusing on the Indian market. The starting point for this research was a product line and the question of whether to enter or not enter the Indian market. Together with the client it was agreed that a market assessment, competitor assessment, and customer assessment will be conducted during this research paper.
In order to get accurate information and due to the specification of the project, it was necessary to gain primary data with expert interviews. During this research 15 individuals from India were interviewed either face to face during the On-Site of FOCUS INDIA, or with a video call. One of the challenges was to get interviews with potential customers and competitors, with a well-maintained network in India only the it was possible to organize such interviews.
The outcome of this bachelor thesis was that a market entry with the product range of the client is doable in India. Due to the data gained in this research, a demand was investigated. Clear benefits for the client are: firstly, a market assessment about the market size, potential demand, list of potential of the clients products in the market, and information about entry barriers. Secondly, with the competitor assessment, the client received a list of the competitors in the market, their products and innovations, and information on where the client differentiates from its competitors. Thirdly, a customer assessment, which included a list of potential customers, insights into their need and wants, list of contact person of potential customers, an explanation of the potential customer with background information, details of their current safety solutions in use, and their switching costs. This research has provided me with the deep and relevant applied learning example through the case study – which will ultimately benefit the client. In addition, it provided a rich network in India.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation