International Marketing: Market Entry Strategy for Oliver Bonas in India

International Marketing

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................4
1. Non UK country- INDIA.........................................................................................................4
2. PESTLE analysis ....................................................................................................................4
3. SWOT analysis .......................................................................................................................5
4. Market entry strategy...............................................................................................................6
5. STP approach- Target audience ..............................................................................................7
6. 4ps marketing mix framework ................................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
To be successful in this business environment, companies needs to focus on international
marketing which is all about the application of marketing principles by industries in one or more
than one country. The present report will be based on Oliver Bonas which is one of the leading
online department store for jewellery, gift shopping, furniture, dresses and fashion (Brown,
2021). As we all know that nowadays, it is possible for companies to enter into market and
conduct business in any country all over the world, this is just because of international
marketing. But they need to focus on some important aspects such as macro environment before
entering into the international market. The study will outline the most appropriate marketing
strategy and target audience, marketing mix for a retail brand launching a new international
market.
The internationalisation of retailer Oliver Bonas
1. Non UK country- INDIA
In terms of GDP, India has the world's sixth largest economy and good purchasing power
in the world. Talking in relation with global economy, India is one of the fastest growing country
in which new emerging players are born to beat heavy competition in the market. Nowadays,
many UK companies are expanding their business in India, the reason behind that is this country
employs nearly 28.6% of the total population. As Indian people love to shop fashion, jewellery
and gifts for their loved ones, this creates a great opportunity for Oliver Bonas to expand its
business in India (Dey and et.al., 2021).
2. PESTLE analysis
Political factors
 The political environment of India can
impact the business performance of the
company such as changing government
polices, taxation system, sales tax etc.
however, government is encouraging
privatization in India where businesses
Economic factors
 Economic stability of country is very
important so before implementing any
strategy, Oliver Bonas needs to keep
track on inflation rate, interest rates,
foreign exchange rates in Indian
market. Reduction in industrial