Market Analysis Report for Aurora Energy in Indian Market

Running head: INTERNATIONAL STRATEGIC MANAGEMENT
AURORA ENERGY
International
Strategic
Management
5/1/2019

INTERNATIONAL STRATEGIC MANAGEMENT
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Executive Summary
The intent of this paper is to present a market analysis report for Aurora Energy which is
planning to expand the business operations in India. Presently, the company is operating its
business in the New Zealand market with key operations in the energy industry. The report
has analyzed the market condition of India with the help of PESTLE Analysis, which has also
supported in identifying the possible opportunities as well as threats for Aurora Energy
present in the Indian market. From the analysis, it has been identified that the demand in the
Electricity market of Indian is increasing but in contrast to this, the supply is limited which is
resulting in increasing supply-demand gap. The company can gain the opportunity by
supporting the government in meeting the demand of the population in India. The company
can adopt franchising as the market entry strategy to take entry in the Indian market.

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Table of Contents
Executive Summary...................................................................................................................1
Introduction................................................................................................................................3
Overview of the Company.....................................................................................................3
Organizational Structure........................................................................................................4
................................................................................................................................................6
Value Chain Analysis of Aurora Energy...............................................................................7
Strategies................................................................................................................................8
Overview of Indian Market....................................................................................................8
PESTLE Analysis of Indian Market......................................................................................9
Political Factors..................................................................................................................9
Economic Factors.............................................................................................................10
Social Factors...................................................................................................................11
Technological Factors......................................................................................................11
Legal Factors....................................................................................................................12
Environmental Factors.....................................................................................................12
Opportunities and Threats....................................................................................................13
Opportunities....................................................................................................................13
Threats..............................................................................................................................13
Strategic Options..................................................................................................................14
Entry Mode...........................................................................................................................15
Conclusion................................................................................................................................16
References................................................................................................................................18

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Introduction
International Strategic Management is the planning procedure of framing international level
strategies fit between the competencies of the business and the resources under the global
environment in which operate its functions. It is said to be the ongoing procedure that is
followed by a business to compete in an international scenario. In other words, it is the
procedure that is adopted by the businesses for developing the strategies to expand the
operations abroad and compete internationally (Wheelen & Hunger, 2011). Strategic planning
is utilized in the procedure of framing a specific international strategy. It is very essential for
the international companies to create policies that consider the manufacturing, marketing,
employing, and servicing in the country with diverse belief, laws, and diverse levels of socio-
economic development in comparison to the origin country of the firm (David, 2011). The
intent of this paper is to represent the strategic analysis of Aurora Energy in the international
business environment. The paper is engaging in identifying issues that are present for the
company in the Indian market to operate the business and providing possible strategic options
that could support the company in surviving in the market. A proper procedure is being
suggested to the company to effectively pursue the opportunities and mitigate available risk.
Overview of the Company
Aurora Energy is one of the electricity distribution business established in New Zealand. It is
owned by the Dunedin City Holdings Limited on the account of Dunedin City Council.
Aurora Energy is the sixth largest distributor of electricity. With over 85,000 grounds in
Dunedin and Central Otago obtain power from Aurora Energy (Aurora Energy, 2016). The
distribution network of Aurora Energy is supplied from the national grid of the Trans power
at five main exit points. Aurora Energy is making its major contribution to society by

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distributing the electricity day-to-day life. The company is known for supporting the society
by the sponsorship majorly in the area of culture, education, and youth development. For
eleven consecutive year, Aurora Energy has been the major sponsor of the Aurora Energy
Otago Science and Technology Fair. This event inspires students to discover the field of
science and technology and share their inspired thinking with their friends and community
(Aurora Energy, 2018).
Organizational Structure
The organizational structure of Aurora Energy is comprised of expertise and skilled
management executives, who are responsible for the management of the organization
operations in order to attain all the desires does. The management team of the company
includes:
Rebecca Kardos – The Chief executive Officer
Grant Russell – The Chief Operation Officer
Kane Ingham – General Manager
Michelle Brooks – Manager People and Performance
Oliver Cousland – Company Secretary (Aurora Energy, 2019)
Mel Percibal – General Manager Marketing
Shaun Webber – Chief Information Officer

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Source [(Aurora Energy, 2017)]
The senior level organizational structure for asset management is presented in the above
image of Aurora Energy who has been involved with the asset management to Delta under
the agreement related to performance that was rehabilitated for a further 10 years in 2007.
This agreement is presently being reread in order to confirm whether it is good for the
business and offers cost-effective results for the customers as well as stakeholders. In Aurora
Energy, the primary accountability for the asset management of the distribution network of
the electricity reclined with the General Manager Network Performance (Aurora Energy,
2017).
Dunedin City Council
(Owner)