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Macro and Microenvironment Analysis of Indian Market

   

Added on  2020-04-07

20 Pages4387 Words92 Views
Running Head: ASSESSMENT ITEM 2David Jones Business PlanNameUniversity AffiliationDate

ASSESSMENT ITEM 2Table of ContentsASSESSMENT ITEM 2................................................................................................................3Introduction..................................................................................................................................3Macro and Microenvironment analysis of Indian market by David Jones.....................................4Political.....................................................................................................................................4Economical..............................................................................................................................5Social.......................................................................................................................................5Technological...........................................................................................................................5Legal........................................................................................................................................5Environmental..........................................................................................................................6Market Analysis of David Jones in India......................................................................................6Market segmentation................................................................................................................6Target customers.....................................................................................................................7Product positioning...................................................................................................................7Competitive Analysis of Davis Jones in India...............................................................................7Organizational analysis of David Jones in India...........................................................................9ASSESSMENT ITEM 3: INTERNATIONAL MARKETING PLAN.................................................12Executive Summary...................................................................................................................12Mission Statement.....................................................................................................................12Objectives..................................................................................................................................12Recommended Market Strategy................................................................................................13Market Entry Mode.................................................................................................................13Segmentation, Targeting, and Positioning Strategies.............................................................13Marketing Mix Strategy...........................................................................................................14Economic Evaluation.................................................................................................................16Step 1.....................................................................................................................................16Step 2.....................................................................................................................................16Step 3.....................................................................................................................................16Step 4.....................................................................................................................................17Implementation and Control.......................................................................................................17Action Plan Application...........................................................................................................17Monitoring of Action Plan, Contingency Plans........................................................................17

ASSESSMENT ITEM 2Conclusion.................................................................................................................................18Reference List...........................................................................................................................19ASSESSMENT ITEM 2IntroductionDavid Jones a leading retail company in Australia has decided to enter a new internationalmarket. The company has planned to enter the Indian retail market after analyzing theextensiveness and diversification of a large number of populations in the country. In thisassignment, a discussion on the market choice of the company, issues that could be faced by thecompany as an emerging organisation, competitive analysis in the international market andsubsequent organizational analysis is been provided. Figure 1: Logo of David Jones(Source: Shop.davidjones.com.au, 2017)Macro and Microenvironment analysis of Indian market by David JonesIn order to analyse the market value of business of David Jones in India, PESTLE analysis isbeen conducted.

ASSESSMENT ITEM 2Figure 2: PESTLE analysis(Source: Floh et al. 2014)Political India prolongs a good relationship with other countries in respect of political grounds. Grant(2016) has shed light on the strategic dialogue been formed between Australia and India in 2015that provided an opportunity for enhancement of business between the two countries. However,the company can face a hindrance in their business activities due to the campaigns recentlypromoted by Indian Government. PM has launched a ‘Make in India’ concept in retail sectors,where, textile and garment manufacturer from rural areas of India are being exposed to the localas well as international market by the Government initiatives (ETRetail.com, 2017). David andJones, being an international company may counter such political scenario and not get sufficientexposure on entering Indian market as Government is focusing of retailers within the country.EconomicalAustralia being a developed country has a much less inflation and unemployment rate. On theother hand, India is facing huge economic issues in the past few years an inflation andunemployment are much prevalent in this country (Dess, 2013). A significant impact on thePESTLEPoliticalEconomicalSocialTechnologicalLegalEnvironmental

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