Global Marketing Assignment Report

Running head: GLOBAL MARKETING
Global Marketing

GLOBAL MARKETING 2
Table of Contents
Part 1............................................................................................................................ 3
Market entry options for Cotton On in India.........................................................................3
Reasons for adopting or discarding market entry modes within the context Cotton On, India.............6
Part 2 of Assessment 2...................................................................................................... 8
Potential market segments for India...................................................................................8
Ways of providing services by Cotton On............................................................................8
Marketing strategy options (segmentation, targeting & positioning (STP) strategies).......................9
The reason behind the selection of the target market segment(s) in the Indian market....................11
Recommended positioning strategies for each target market......................................................12
References................................................................................................................... 13

GLOBAL MARKETING 3
Part 1
Market entry options for Cotton On in India
Online Sales
Cotton On would make efforts for entering into international market indirectly through targeting
international customers via internet. Cotton On can sustain to its physical operations within
Australian market but can ship to product in India. Moreover, Cotton On can contract to home
organizations via internet and can take orders of consumers (Das, 2015). The key benefit of
using this channel by Cotton On is cheap application and considering only marketing cost. The
limitation is that it could be less significant as compared to developing the physical availability
in global environment. Furthermore, consumers could be discouraged because of shipping
expenses, taxes, and duties that could be levied through administration and length of time it
considers for their order in terms of arriving (Roy, Sethuraman, & Saran, 2016).
Direct Exporting
Direct exporting is another mode of market entry that could be used by Cotton On for penetrating
into India. This mode is related to direct selling within market. In this mode, Cotton On can
develop the sales initiatives and leads agents as well as, distributors for representing products in
market. Moreover, the role of distributors and agents would be creating awareness about the
Cotton On. Hence, they are essential part of company. Furthermore, Cotton On will focus on
hiring proficient staff in India for starting offline store (Jain, Khan, & Mishra, 2017).
Greenfield Investment
Greenfield investment is a kind of foreign direct investment in which, a company develops
operations in a foreign nation. Under Greenfield investment, Cotton On can develop new

GLOBAL MARKETING 4
facilities such as sales office and manufacturing services in cross-border from ground up
(Kautish& Sharma, 2018).
It is a form of market entry that is highly practiced while Cotton On can wish for attaining a
higher extent of control over foreign practices. It could be effective compared with other foreign
direct investments like purchasing foreign securities and acquisition-related to a majority stake in
global companies where, parent company exercises little to no control over the daily operation of
thebusiness (Roy, Jain, &Matta, 2018).
Advantages and disadvantages of market entry options
Online Sales
Online sales arethe easiest and fastest method that could be used by Cotton On for capturing a
share of the Indian market. Furthermore, online availability could be supportive of establishing
the business anywhere as well as, permitting the consumer for ordering products from Cotton
On. But, there is no matter the physical location of a business. This technique would be also
advantageous for Cotton On as it is flexible. Cotton On can also join the forces with developed
global sellers such as Myntra where, it can sell the fashion products to global consumers as they
already know and trust on this platform (Sarulatha&Sasirekha, 2017).
Business could be dealt via Anywhere
E-commerce websites can decline the physical restrictions that a Cotton On will face due to
office-based organization. E-commerce mode is beneficial for Cotton On to operate their
business from anywhere around the globe as well as, it is highly productive for business due to
no need of higher marketing costs. The significant elements that Cotton On hasthe need for
overseeing the e-commerce websites from anywhere as well as, having access to email, phones,
and the internet (Srivastava, 2016).