Marketing Plan for Ensis Fisheries in Indian Market

Running head: International business

International business
Executive summary
The main purpose of this paper is to make an effective marketing plan for Ensis Fisheries. Ensis
fisheries Pvt.Ltd has been chosen in the task. The company has decided to produce its products
such as Tuna Can chunks in oil in the CARGILLS India. The product was first introduced to
Maldives. The key target market includes restaurants, caterers, resorts and hotels. Ensis fisheries
is a tuna processing company in Maldives. The firm also provides social contribution to the local
communities in the global market. Here is the discussion about the SWOT analysis, pestle
analysis and porter five force analysis to analyze the nature and size of the Indian market. The
situational analysis helps the firm to stay in the competitive market effectively. Various types of
risks that are associated with foreign market have been discussed in the task. Along with this,
entry modes to enter in the foreign market also have been explained in the paper. Besides this, a
brief information about the HR strategy, international strategy and cross cultural dimension
model also have been presented in the report. Some recommendations also have been explained
to attain success in the international market. In this way, Ensis Fisheries can be able to make an
effective and unique marketing plan for tuna can chunks in oil products in the Indian market.
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International business
Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Business tools and frameworks...................................................................................................................4
Pestle analysis..........................................................................................................................................5
SWOT analysis........................................................................................................................................6
Porter five forces analysis........................................................................................................................7
Actual or potential risks in the foreign market.............................................................................................8
Modes of entry............................................................................................................................................9
Management responses..............................................................................................................................11
Internationalization Strategy..................................................................................................................11
HR Strategy...........................................................................................................................................11
Marketing Strategy................................................................................................................................12
Cross cultural dimension model............................................................................................................12
Recommendations.....................................................................................................................................14
Conclusion.................................................................................................................................................15
References.................................................................................................................................................16
Bibliography...............................................................................................................................................20
Appendices................................................................................................................................................23
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International business
Introduction
The primary objective of this task is to discuss about the marketing plan and its significance.
Ensis fisheries company and tuna can chunks in oil product have been taken in the task and along
with this, the selected hosting country company is cargills India. The SWOT analysis, pestle
analysis, porter five forces analysis, international strategy and HR strategy also have been
explained in the task. Furthermore, Hofstede cross cultural dimension model also has been
discussed in the task briefly. Here is the discussion about the suitable entry mode and cultural
issues that could affect the business of the organization. More detail of the task has been disused
below.
Ensis fisheries is a primary and biggest tuna processing Corporation in the Maldives and
incorporated in 1996. The organization manages and handles its business activities and
operations in the international market. The organization is also recognized the social contribution
of one by one fisheries to the local Maldivian communities (Corporatemaldives, 2018). To
enhance and promote these social advantages the company works closely with the communities
to bring ample of changes for the better by sponsoring community organizations as well as local
schools. The firm entails of various business division such as Ensis fisheries, Thanbruma resorts,
Ensis realty and Enzi Bakery. Ensis fisheries is known among its cutomers in Europe for its eco-
friendly Tuna. The Tuna Can – Chunks In Oil is crammed in soyabean oil for a mild flavor for
those who choose tuna packed in oil instead of water. United states sells such types of products
effectively. This product is easy to store and it is available on suitable prices. The company is
also worked across science, seafood sector and policy using evidence based solutions and
framework in the marketplace (Ipnlf, 2018).
Business tools and frameworks
The business tools and frameworks play a significant role to analyze and identify the challenges
and risks of the host country. It has been found that Ensis Fisheries Pvt. Ltd. can use pestle
analysis to evaluate and determine the market conditions and risk of the Indian market. The
pestle analysis for Ensis Fisheries has been stated below.
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International business
Pestle analysis
Political factor: It is noted that India is biggest self-governing countries across the world and it
follows parliamentarian political system that is affected by the largely officers interest, and
approaches of political parties. These factors can affect the business operations and activities of
Ensis Fisheries in Indian market. India has developed and well built taxation system that
encourage business activities and operations by different schemes tax rebate schemes. The
political environment is suitable for the company to expand its business in India. On the other
hand, corruption can affect the profitability and outcomes of the firm while producing the Tuna
Can chunks in oil product India. It badly affects the production of Tuna Can chunks in oil
product in the country (Bayley, 2015).
Socio-cultural factor: The social factors include custom, values, attitudes and rituals of the
people. The country approx 1.2 billion population in which around 70% population is the age
group of between 15 to 65. Due to this, Ensis Fisheries has an excellent option to cover the
entire market of India with existing and new customers. The country follows a strong and unique
caste system and due to that they are able to restrict on the free mobility with people who follow
other religion. Along with this, people have very strong traditional family values thus they do not
prefer fish products. It can affect the success and growth of the firm adversely. Before initiating
and producing the Tuna Can – Chunks In Oil product India the company needs to analyze and
evaluate the needs, preferences and demands of the customers (Sridhar et al, 2016).
Economic factor: Sine the introduction of the industrial development policies in 1991, the
wealth of the country has been effectively steady. As per the policy liberalization of foreign
capital, decline in industrial licensing and formation of FIBP have constantly improved the
economic environment of the country. The current GDP of the country is 2.26 lakh crores USD
and GDP growth rate is 7.36% which is higher than 2017 (6.74%). All these factors could affect
the sustainability and production of Ensis Fisheries in Indian market. The firm needs to focus on
these factors to stand out against the competitors in the Indian market.
Technological factor: It is one of the significant factors that can affect the targets of Ensis
Fisheries Pvt.Ltd in Indian market. The technology significantly affects product development
and also the country also introduces fresh and innovative cost cutting processes. India is serving
with both 4G and 3G technology that has provided ample of their technological projects. Along
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International business
with this, the country maintains one of the significant and strong IT sectors in the marketplace to
promote and encourage the IT development and other technological advancements. The company
needs to focus on the technological advancements and innovation like use of online tracking
system and online sales to reduce the cost and efficiency in communication with global and
potential customers as well.
Legal factor: Currently, legal factors also affect the growth and success of the firm adversely. It
is noted that wage rate is increasing in the country. In addition, discrimination regarding
disability also affects the business activities and functions of Ensis Fisheries in Indian market.
Due to these specific changes in the legal element the company is secured and quality of fish
product is lightened (Shukla, Shankar and Singh, 2014).
Environmental factor: It has been found that quality of air in India has been influenced by
urbanization and industrialization. This will also affect the health of people in the global market.
Various environmental challenges such as water pollution, air pollution, resource depletion and
resource issues are faced by the country in today’s competitive world. The company needs to
determine and analyze all these issues to flourish the business operations in Indian market
(McAlpin, 2014).
SWOT analysis
SWOT analysis is other tool to analyze and determine the opportunities and threats of the
marketplace. It will also help to know and measure the external threats and opportunities of the
market. The SWOT analysis for Ensis Fisheries has been discussed below.
Strengths Weaknesses
 Only the firm in Maldives and
internationally as well with both the
fair trade USA and MSC.
 The company’s products are unique and
effective sell in the Indian market.
 There is no export company in
Maldives.
 There fish products are up to market in
 The company buys the fish from local
fishermen and their supply of raw
material would be influenced by the
change in environment and season that
cannot be managed and controlled.
 Lack of technologies and trained
personnel in the Maldives.
 Inadequate marketing infrastructure and
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