Strategic Marketing for Hawthorn Company in India

Strategic Marketing

EXECUTIVE SUMMARY
Marketing is the heart of businesses as without company it is not possible to make the customers
aware of the products. Marketing is the action of promotion and selling of the products or
services including market research and advertising. Hawthorn company is been chosen for
assessment. Hawthorn is one of the leading clothing manufacturers of United Kingdom.
The aim of this project is to expand the company in India by introducing designer
clothing for all genders. Pestle analysis is a tool or a basic framework that is used for scanning as
well as analysing an organisation's external macro environment by considering factors that
include political, economic, socio-cultural, technological, legal and environmental. Hawthorn
company is going to expand its company in India, so in order to track the macro environmental
factors, company will use Pestle analysis tool. Mode of entry means when company wants to
enter in the international market.
There are various channels to get entry in the market such as exporting, licensing,
franchising, turnkey projects, strategic alliance, joint venture and wholly owned subsidiary. All
the modes of entry which are discussed above all are effective for Hawthorn company to expand
its business in India. But exporting is the best method for Hawthorn to enter in the market of
India. Company should select Direct Exporting method for expanding its products and services
in India. Market segmenting is the systematic process of dividing the customers into different
categories based on different features.
The reason behind the segmenting the market is that it help company to identify its
customers who are most likely to purchase the product of organisation. Hawthorn is dealing in
clothes so company will majorly target there customer of psycho graphic and geographic
segments because this is the simplest method when company enter in new market. Porter's
generic strategic model is used by company in order to examine the competitive behaviour that
make the business successful. Hawthorn will use this model so that it can achieve success in the
international market.

Table of Contents
EXECUTIVE SUMMARY ............................................................................................................2
INTRODUCTION...........................................................................................................................1
PESTLE ANALYSIS......................................................................................................................1
MARKET MODES OF ENTRY ....................................................................................................5
MARKET SEGMENTATION AND TARGETING ......................................................................8
PORTER's GENERIC STRATEGIC MODEL ..............................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is the heart of businesses as without company it is not possible to make the
customers aware of the products. Marketing is the action of promotion and selling of the
products or services including market research and advertising (West, Ford and Ibrahim, 2015).
In this project, Hawthorn company is been chosen for assessment. Hawthorn is one of the
leading clothing manufacturers of United Kingdom. The aim of this project is to expand the
company in India by introducing designer clothing products for all genders and India is chosen
because it is developing and seventh largest country in terms of GDP. India will be chosen for
assessment because there are Endless options for shopping. India has very good local markets,
where company can get all that they need in much cheaper price. Company will use various tools
and techniques in order to track the environment and make the product successful in the market
place.
1
Illustration 1: World Map