Assessing Pandora's Entry into the Indian Jewellery Market

This assignment is for a research project that aims to assess the suitability of Pandora entering the Indian jewellery market. The study will involve structured interviews with five industry leaders, two from India and three from international markets. A questionnaire will be distributed online to fifty individuals to gather data on the Indian market. Secondary sources such as previous researches and credible news agencies will also be used for analysis. Data analysis will be done using thematic content analysis for interview data and statistical tools for survey data. The project timeline runs from November 11, 2016 to March 11, 2017.

Coursework Header Sheet
Programme BA (Hon) Business Studies /
BA (Hon) Business Management Course School/Level B/UG
Course BUSI 1319 Consultancy Project Assessment Weight 20%
Coursework Proposal Tutor: Dr David Chu
Student ID 000948201 Submission Deadline 2 Mar 2017
Coursework is receipted on the understanding that it is the student's own work and that it has not,
in whole or part, been presented elsewhere for assessment. Where material has been used from
other sources it has been properly acknowledged in accordance with the University's Regulations
regarding Cheating and Plagiarism.
Tutor's comments
Grade Awarded___________ For Office Use Only__________ Final Grade_________
Moderation required: yes/no Tutor______________________ Date _______________

Project Proposal
Pandora in India
Student Name: Chan Hoi Ki Mickey
Student ID: 000948201
Date:02/03/2017
P.2
Table of Contents

Research Title.............................................................................................................................4
Research Background.................................................................................................................4
Research Questions and Objectives...........................................................................................5
Research Question..................................................................................................................5
Research Objectives...............................................................................................................5
Research Method........................................................................................................................6
Research Design.....................................................................................................................6
Data Collection.......................................................................................................................7
Data Analysis.........................................................................................................................8
Timescale...................................................................................................................................8
Resources...................................................................................................................................8
References................................................................................................................................10
Appendices...............................................................................................................................11
P.3

Research Title
To understand the opportunities available for Pandora Jewellery to enter into Indian market directly
Research Background
Pandora Jewellery is the largest international jewellery maker and it has covered many countries around
the world through its online and offline store. The company was found by a Danish goldsmith in
Copenhagen in 1982. The company has more than 10,000 retailers in 70 countries. The sales data from
the year 2011 was astonishing as more than one piece of the company’s product was being sold every
second (“PANDORA”, 2017). The growth story of the company is appreciable. However, one crucial
jewellery market company has ignored till date is India. The Indian jewellery market has reached around
$40 billion every year and it has been estimated that till 2021 it will keep growing with the rate of seven
per cent. The company has not yet entered India (“Pandora Bracelets”, 2017). The major reason behind
could be the different orientation of the materials for jewellery as Indian market is mostly gold and
diamond whereas Pandora is mostly oriented towards silver based jewellery.
Some analysts are expecting that as the Indian consumers prefer western brands more than Indian
brands – mostly youngsters – and therefore it can become a good market for the company. The young
generation in India is accepting Jewellery as the fashion brand similar to their previous generation.
Therefore, considering these aspects it can be stated that the company might gain appreciable growth in

the Indian market. Moreover, the experience, brand, deep pocket is likely to give it strong hold in the
Indian market.
P.4
The current paper will assess the opportunities that are available for Pandora Jewellery to enter into the
Indian Market. The assessment will cover the analysis of the environment in which the company will
operate and the presence of competition and the likely strategy that can be considered by the company
to ensure successful entry into the market.
A consultancy company is hired to assess the current market situation of India and to fulfil the other
objectives as mentioned ahead in this paper. The consultancy company that has been hired has current
54 staff members with twenty of them working at headquarter in USA. The consultancy company has
one branch in India through which it will be conducting the research and helping Pandora gain
understanding of the market. The consultancy company has deputed four personnel to handle the entire
research activity. Two of the personnel are based in India and two is from headquarter.
Research Questions and Objectives
Research Question
What are the opportunities available for Pandora Jewellery to enter into Indian market directly?
Research Objectives
Based on the research questions, given below are the research objectives for this paper:
- To assess the current situation of the company in the International market

- To understand the Jewellery environment of India
P.5
- To analyse the competitive advantage of Pandora in comparison to other national and international
jewellery companies in India.
- To identify strategies that will be suitable to enter and expand in the Indian Jewellery market.
- To recommend improvements based on the overall assessment.
Research Method
This section is concerned with the research method that will be adopted to meet the research objectives
as stated in the previous section.
Research Design
There are two forms of research method and are primary research and secondary research. The primary
research is concerned with the collection of primary data and its assessment to reach the research
results. The demerit of this method is that it is time consuming and requires monetary investment from
the researcher. However, it also allows the researcher to look for solutions as required by the research
instead of already identified data set. On the other hand, the secondary research is also called as
desktop research where the online sources can be accessed to meet the research objective (Bowen,
2009). This research paper will consider mixed research method to meet the objectives. The
combination of primary and secondary research together will ensure that all the objectives are met
successfully. This will allow flexible approach towards data collection and objective achievement.

The secondary research method will consider the case study based approach to understand the position
P.6
of various existing companies in the Indian jewellery market to understand the market situation and
challenges. The case study approach has been used sparingly to gain insight into the market condition
(Guthrie et al, 2004). It has been identified that the case study research method can help in
understanding the factors that are closely related to success or failure of companies in the Indian
market.
Data Collection
There are various methods that can be adopted to collect the data that can be used to meet the
research objective. Some of the data collection methods have been discussed in the sub-sections below
and the suitable one has been chosen for the research.
Interviews
The interviews are of various types such as structured, semi-structured, or unstructured (Gubrium &
Holstein, 2002). This research paper will use semi-structured interview to assess the opinion of the
industry leaders who have spent appreciable amount of time in the jewellery industry. The total number
of participants for the interview will be five. From these five participants, two will be from the Indian
jewellery market and the rest of the three will have substantial experience in the International jewellery
market. The interview will be conducted through telephone.
Questionnaires and Surveys
The questionnaire will be used to assess the suitability of Pandora entering into the Indian jewellery
market. The questionnaire of ten questions will be developed and will be distributed to fifty individuals

through LinkedIn and Facebook contacts.
P.7
Secondary Sources
The secondary sources such as previous researches conducted by the researchers will be utilized to
understand the Indian market and suitability to enter along with the appropriate strategy. Moreover, the
data from research agencies and credible news agencies will be used for the analysis.
Data Analysis
The data analysis will be conducted based on the type of data collection method used. The data
collected from the interview will use thematic content analysis to understand the orientation. The data
collected from the structured survey will be analysed using statistical tools like descriptive statistics and
correlation analysis. The use of suitable graphs and charts will be facilitated.
Timescale
The research will be conducted from November 11, 2016 to March 11, 2017. The timescale given in the
Appendix shows the various activities that will be considered while undertaking the research and its
duration. The appendix shows the Gantt chart.

Resources
The resources that will be used to conduct the research activities are given below:
- Finance: The use of secondary resources and online method of research will save substantial cost.
Therefore, rarely any amount is going to be invested expect on phone calls to the participants.
P.8
- Equipment: The presence of computer and hardware with the researcher and the access to the
internet will be enough to facilitate the research.
- Data Access: The data will be accessed from the local online library and other international portals
available on the internet.
The table below details on the human resources those are likely to be utilized for the conduction of
this research:
Name Position Experience Cost
Dr. Tim Hung Head Research Team 20+ Years’ Experience HKD$3,000/day
Mr. John Lam India Head (Research Team) 15+ Years’ Experience HKD$2,500/day
Mr. Jose Team Member 10+ Years’ Experience HKD$2,000/day
Ms. Chan Team Member 5+ Years’ Experience HKD$1,000/day

P.9
References
Bowen, G. A. (2009). Document analysis as a qualitative research method. Qualitative research
journal, 9(2), 27-40.
Guthrie, J., Petty, R., Yongvanich, K., & Ricceri, F. (2004). Using content analysis as a research method to
inquire into intellectual capital reporting. Journal of intellectual capital, 5(2), 282-293.
Gubrium, J. F., & Holstein, J. A. (2002). Handbook of interview research: Context and method. Sage.
Pandora Bracelets. (2017). Fortune.com. Retrieved 16 February 2017, from
http://fortune.com/2017/01/27/pandora-bracelets-will-soon-be-sold-in-jewelry-obsessed-india
PANDORA. (2017). PANDORA. Retrieved 16 February 2017, from
http://www.pandora.net/en-gb/company/about

P.10
Appendices
Appendix I: Project Activities and Timeline
(Milestones in Red)

P.11

P.12

P.13

P.14