CarryMore: India Market Entry Strategy, Cultural Analysis and Report

This report examines CarryMore's strategic expansion into the Indian market. It begins by identifying franchising as a suitable market entry strategy, detailing its benefits such as brand recognition, business assistance, higher profits, and customer base building. The report then conducts a force field analysis, outlining drivers and resistors of change, including the impact of new technology and government regulations. A comparison of UK and Indian cultures using Hofstede's cultural dimensions theory highlights key differences in power distance. Finally, the report recommends performance management, specifically the balanced scorecard method, as an effective people management activity to improve employee performance and overall business success in India. This analysis provides a comprehensive overview of the challenges and opportunities CarryMore faces in its international expansion.

MANAGEMENT SKILLS
DEVELOPMENT

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Identifying market entry strategy.................................................................................................4
Conducting force field analysis and evaluating the one cultural difference between both
countries.......................................................................................................................................6
Justifying one effective people management activity .................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Management Skills Development is termed as the proper management of the skills that
helps the person to develop in their working. By having the proper management, it helps to
deliver the proper things by having the collection of abilities in the working. The current
assignment is based on CarryMore which is the small UK business. The company is looking to
have the expansion of their business in India. This report will put focus on the best market entry
strategy that company can adopt in order to have expansion in the international market. Further
this report will conduct the force field analysis by stating the two drivers and resistance of
change. This will also include the one cultural difference between UK and India by using the
Hofstede’s Cultural dimension theory. At last this report will include about one effective people
management activity that must be carried out by CarryMore in order to grow in the new market.
MAIN BODY
Identifying market entry strategy
Market entry strategy is termed as the proper planning of the distribution and delivery of
the goods and services in order to have expansion in the new market. This is one of the best way
for the company to expand their business and have the existence in the new market. In order to
do expansion, the company is required to have the proper planning and have good maintenance
process (Alon, Apriliyanti and Parodi, 2020). CarryMore is the small UK based company want to
expand its business in the new market. The company can expand their business in the markets of
India as this will helps them to have better profitability. India is the best country in order to have
the expansion of the company and to have better trades in the market. This country used to have
better culture and less trade regulations as compare to other countries.
In order to expand the business, there are various options that includes the Joint venture,
wholly own subsidiary, franchising, etc. These market entry strategy helps the company to have
the proper expansion of their business in the new target market (Rosado-Serrano, Paul and
Dikova, 2018). By having the proper planning and good process of expansion will make the
company to grow in the new market. These entry methods helps the companies to be organized
before and after entering in the new markets.
CarryMore can adopt the Franchising market entry strategy that helps them to have more
expansion of their business in the market of India. Franchising is the agreement between the
Franchisor and Franchisee that used to sell the name and idea develop by the franchisor. The

Franchisee used to buy the ideas and rights in order to expand the existing company in the new
market. This is one of the best strategy that helps the Cited company to expand their business in
the new target market. Franchising can be termed as the foreign market entry strategy where the
buyer has the semi-independency in order to run and have the smooth flow of the business. As
this is the small UK company but by having the franchises in the several market of India helps
the company to have the brand recognition and have large customer base (Lozada, Hunter Jr and
Kritz, 2022). The cited company has several benefits in order to choose franchising entry
strategy which are described as below:
1. Brand recognition: This is one of the big benefit that the company can have by having
the franchises in the different market. CarryMore will have the brand recognition by
exploring and expanding their business in the new target market. In order to attract the
customers, the cited organization used to do the proper advertisements that makes the
people to know about the new product in the market (Rosado-Serrano and Paul, 2018).
This will lead to have the brand recognition in the eyes of people by establishing the
customer base.
2. Business assistance: In order to have the franchising, the franchisee used to have the
business assistance which they used to receive from franchisor. The Franchisee must
follow the terms and agreements in order to expand their business in the new market.
CarryMore must provide the raw materials, supplies, equipment to the franchises that
helps them to have the same level of production in the market where it is operating. By
having the proper availability of the products helps the company to have better selling in
the market and become successful in the Indian markets.
3. Higher profits: By having the franchising, it helps the company to have the good
benefits by expanding the same idea and business in the new target market. This will
help the cited company to have more profits by expanding their business in the new
market. The franchisor is required to have the high initial investment in order to have
higher profits in return. By having the proper availability and popularity results helps the
company to have the proper management and earn good profits in the India market.
4. Built customer base: The company used to face the struggle in order to have the
customers in the new market. But by having the franchises it helps them to have the
brand recognition and build the customer base in the market. As the company wants to

expand its business in the Indian market, it will benefit them as people used to have
more use of rucksacks and body bags. The prices of the products are also affordable that
helps the people to buy the products of CarryMore. In order to enter in the new market,
the cited organization must do some innovation that helps them to have more customers
in the new market.
5. Lower capital requirements: In order to have the franchising the franchisor’s is
required to have the lower requirements of the capital (Kremez, Frazer and Thaichon,
2019). This is because the franchisee used to invest the capital in order to have the
expansion of the business. The cited organization can sell the ideas and tights that will
increase their profits in the new target market.
6. International expansion: This is one of the safe and easiest way in order to expand the
business in the international market. The company is already having the idea and
existing business that helps the franchisee to do the same work in the new market.
CarryMore can expand their small business in the international market which helps them
to have the better expansion in the Indian market. By doing the proper advertising and
promotion it helps the company to have the target market and customers which increases
the performance in the new target market.
Conducting force field analysis and evaluating the one cultural difference between both countries
Force field analysis is the tool that helps the company to analyse and take the actions after
identifying the root cause. The Force field analysis is described as below:
1. Describe the plan: In this step, the company is required to propose the plan and
describe that plan in the market. As the company wants to expand its business in the new market,
they must describe the reason of expanding CarryMore. This helps the cited company to know
about the mission and vision in order to expand the market.
2.Identifying the changes: In this step the company will find the forces that helps them to
have and adopt the changes. The two main key drivers for the company is to expand their
business is to increase in profitability and use new and innovative technology (Mak and Chang,
2019). By having the expansion in the Indian market helps the cited company to use the new
technology which helps them to have better profits in the target market.
3.Identify the resisters for change: In this step, it helps the company to know about the
negative points that used to affect the growth. This are the forces that used to resist the change

and have favourability in order to adopt the change. The internal resistor of change for the
company fears of unknown market and the existing organizational structure in the India. The
external resisters of change for the company is changing government regulation and obligations
towards the customers. These are some resisters of change that used to affect the cited company
in order to expand their business.
4.Assign the scores: After evaluating the drivers and resisters of change, the company
should assign the scores in order to have degree if influence on each plan (Sharma, Singh, and
Matai, 2018). Depending upon the size of arrow helps the cited company to know about the
higher and weaker influencer in the market.
5. Apply and analyse: By having the proper evaluation of the resisters and drivers it helps
the company to know about the what decision can be taken in order to strengthen the
position. In order to stay in Indian market the cited company has to comply with the
obligations of the customers and follow the regulations of the government in order to
grow in the target market (Kankaraš and et.al., 2020).
Cultural differences between UK and India by using Hofstede’s cultural dimension theory
Factors United Kingdom India
Power Distance UK has 35, that shows lower
ranking in PDI. This shows
that the country believes that
the inequalities in the
working must be minimized.
India used to have high
dimension that is 77, that
represents that it has good
distribution of power in
the organizational culture.
Individualism By having the score of 89, it
has the highest individualism
score.
India used to have 48
score that is intermediate
score that shows it has
both collectivism and
individualism.
Masculinity UK has the high score that is
66 on the masculinity and
rest score on feminists.
There is high score on the
masculinity that is 56 as
compare to the feminine.
Uncertainty avoidance UK has the lower UAI that is
35 score, which shows that
India used to score 40 in
this dimension that show

the country is not happy with
the changes in the market.
low UAI.
Long term orientation By having the intermediate
score of 51, this cultural
factor is not determined by
the UK.
By having the intermediate
score of 51, the culture of
India cannot be
determined.
Indulgence UK has the high score that is
69, that indicates that the
British culture is highly
indulgent.
India used to have low
score that is 26 in this
dimension, that means the
culture is resistant in India.
From the above table it can be seen that the one of the most cultural difference between
India and UK is Power distance index. This used to show that UK has more powerful members
in the institution as compare to India. By having higher rates the people are most satisfied with
the working and distribution of power in the country (Hofstede’s Cultural Dimensions Theory,
2022). India must improve this as this helps the company to have the proper distribution of
power in order to expand the market. This will affect the working of the CarryMore as there is
unequal distribution of power in the working.
Justifying one effective people management activity
Performance management is referred to the corporate management that helps to have
the proper monitoring and evaluation of the work of employees. This helps to have the proper
management and have the better environment in order to perform the best of their abilities. By
performing best of their abilities improves the performance and have the best quality of work.
The company can use the balance scorecard method that helps them to measure the performance
(Schleicher and et.al., 2018). CarryMore can use this people management activity that helps
them to have improvement in their working by having the management of the performance. The
cited organization must have the effective performance management that used to improve the
effectiveness in the organizational culture. In order to improve the performance the company
must provide training and mentoring to the new employees that helps them to grow in the new
market.
This is one of the best people management activity that helps the company to attain their
objectives by expanding their business in India. By having the franchising in the Indian market it

helps the company to expand their market internationally. It is suggested to the company that
they must hire the trained and skilled employees in the Indian market that helps them to maintain
the performance in the new target market. By focusing on the contingency management theory it
used to state that the there is no one approach that used to suit every organization. As the
company is entering the new market there must be changes in the management that used to have
effect the performance management.
As there are several internal and external factors that used to have positive and negative
impact on the performance of the company. In order to have proper management it is also
recommended to the company that they can adopt the organization culture depends on the
county's market. This theory used to define the variable that used to affect the organization
structures which includes size, technology, employees and leadership style. As there is no
specific technique in order to manage the organization (Franco‐Santos and Otley, 2018).
CarryMore must have the good leadership style that helps them to manage the performance in
order to know about the growth in the new market.
The management of the performance must be ongoing as this used to require the proper
communication among the staff members. By having the proper communication between the
organization and its members it helps them to set the objectives and identify the goals in order to
have better results. This will improve the performance of the employees of CarryMore which
will have the retention of the employees in the market. By using the balance scorecard method
helps the company to have the proper management of the work and balance in order to perform
in the new market. The cited company can review the set goals and objectives which helps them
to improve the performance in order to work in the new target market. The company must have
the strategic planning that helps them to have the proper measurement of the quality that helps
them to retain the talented workers in the organization.
It is suggested to the company that they must check the performance of the employees on
monthly basis that will help to know about the quality of work done (Camilleri, 2021). By doing
this it will make the company to provide the training and development program to the employees
in order to enhance the performance in the new market.
CONCLUSION
From the above report it is evaluated about the franchising market entry strategy that the
company has adopted in order to enter the new target market. The company has decided to

expand their business in the market of India as this has the vast culture as compare to other
countries. Further it is also evaluated about the force field analysis which includes the two
drivers and two resisters to change. It is also stated about the one cultural difference by using the
Hofstede's cultural dimension. The one cultural difference is that the UK is having high power
index distance as compare to India. At last this report has evaluated about the effective
management activity by using the contingency theory which helps the company to have better
performance management.

REFERENCES
Books and Journals
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of performance management systems. International Journal of Management
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Kankaraš, M. and et.al., 2020. Application of the Improved Force Field Analysis on Airport
Capacity Expansion Example. Tehnički vjesnik. 27(4). pp.1050-1057.
Kremez, Z., Frazer, L. and Thaichon, P., 2019. The effects of e-commerce on franchising:
Practical implications and models. Australasian marketing journal. 27(3). pp.158-168.
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strategy adoption in the hotel industry: A force field analysis approach. Tourism
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Schleicher, D. J. and et.al., 2018. Putting the system into performance management systems: A
review and agenda for performance management research. Journal of
management. 44(6). pp.2209-2245.
Sharma, S. K., Singh, R. and Matai, R., 2018. Force field analysis of Indian automotive strategic
sourcing risk management enablers and barriers. Measuring Business Excellence.
Online
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<https://corporatefinanceinstitute.com/resources/knowledge/other/hofstedes-cultural-
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