Pandora in India Research Report

Added on - 12 Oct 2019

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Project ProposalPandora in IndiaStudent Name:Student ID:Course Name:Course ID:Faculty Name:University Name:
Table of ContentsResearch Title.............................................................................................................................2Research Background.................................................................................................................2Research Questions and Objectives...........................................................................................3Research Question..................................................................................................................3Research Objectives...............................................................................................................3Research Method........................................................................................................................3Research Design.....................................................................................................................3Data Collection.......................................................................................................................4Data Analysis.........................................................................................................................5Timescale...................................................................................................................................5Resources...................................................................................................................................5References..................................................................................................................................7Appendices.................................................................................................................................8
Research TitleTo understand the opportunities available for Pandora Jewellery to enter into Indian marketdirectlyResearch BackgroundPandora Jewellery is the largest international jewellery maker and it has covered manycountries around the world through its online and offline store. The company was found by aDanish goldsmith in Copenhagen in 1982. The company has more than 10,000 retailers in 70countries. The sales data from the year 2011 was astonishing as more than one piece of thecompany’s product was being sold every second ("PANDORA", 2017). The growth story ofthe company is appreciable. However, one crucial jewellery market company has ignored tilldate is India. The Indian jewellery market has reached around $40 billion every year and ithas been estimated that till 2021 it will keep growing with the rate of seven per cent. Thecompany has not yet entered India (“Pandora Bracelets”, 2017). The major reason behindcould be the different orientation of the materials for jewellery as Indian market is mostlygold and diamond whereas Pandora is mostly oriented towards silver based jewellery.Some analysts are expecting that as the Indian consumers prefer western brands more thanIndian brands – mostly youngsters – and therefore it can become a good market for thecompany. The young generation in India is accepting Jewellery as the fashion brand similarto their previous generation. Therefore, considering these aspects it can be stated that thecompany might gain appreciable growth in the Indian market. Moreover, the experience,brand, deep pocket is likely to give it strong hold in the Indian market.The current paper will assess the opportunities that are available for Pandora Jewellery toenter into the Indian Market. The assessment will cover the analysis of the environment in
which the company will operate and the presence of competition and the likely strategy thatcan be considered by the company to ensure successful entry into the market.A consultancy company is hired to assess the current market situation of India and to fulfilthe other objectives as mentioned ahead in this paper. The consultancy company that hasbeen hired has current 54 staff members with twenty of them working at headquarter in USA.The consultancy company has one branch in India through which it will be conducting theresearch and helping Pandora gain understanding of the market. The consultancy companyhas deputed three personnel to handle the entire research activity. Two of the personnel arebased in India and one is from headquarter.Research Questions and ObjectivesResearch QuestionWhat are the opportunities available for Pandora Jewellery to enter into Indian marketdirectly?Research ObjectivesBased on the research questions, given below are the research objectives for this paper:-To assess the current situation of the company in the International market-To understand the Jewellery environment of India-To analyse the competitive advantage of Pandora in comparison to other national andinternational jewellery companies in India.-To identify strategies that will be suitable to enter and expand in the Indian Jewellerymarket.-To recommend improvements based on the overall assessment.
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